It’s mid-way through 2008, people.

Marge Axelrad Editorial Director

Let’s try to all agree that we’re way past the point where ‘Internet’ and ‘Web site’ are concepts that you think are relevant only for your kids and ‘American Idol’ fans.

If you haven’t updated, or, um, created your Web site in the past year, get with the program, there are plenty of resources available to help you do so. If you have updated and are proud of some of the new features of your retail business’ or practice’s Web site, please let us know! We really, really want to hear from you.

The universe of online is daunting, no question. But the eyecare and eyewear business is being swept up in a new world of concepts and communication fueled by bits, bytes and broadband.

Consumers and patients are not waiting for companies in our industry to get into it. By the millions, and of all age groups and social/economic spheres, they are seeking out and learning what they can about eyecare and health care via Web searches, building new assumptions about brands by interacting with robust and fun sites and, importantly, recommending these experiences and brand products to other friends and colleagues. They are buying from sites they locate via Google, and via other style, culture or media influencers.

Your brick-and-mortar offices and retail stores need to extend your customer and patient relationships 24/7.

And then there’s the business-to-business side of the Web. Do you keep records and data about your business? About your patients? Are you ordering or reordering products online? How are you communicating among your offices? With your suppliers? With other colleagues?

The Web is more than a parallel universe to the real world. It’s a realm all its own, with new rules and game-changing developments.

It’s something to explore and take part in. It’s no longer debatable that it needs to play a role in your business--it’s a reality. ■